Digital Divide - The discord between marketers' actions and consumers' behaviors

Poor data quality, a lack of skills and knowledge, and a lack of data and tech are barriers preventing marketers from fully personalising marketing messages to an individual.
  • Although 55% of US and UK consumers said that having a personalised shopping experience with a brand is important to them, only 26.5% said that the brands they interact with provide a similar shopping experience across all channels, at all times.
  • 30% of marketers strongly agree that their team delivers a consistent and personalised offer or message across three or more channels.
  • To improve personalisation efforts and deliver the experience customers expect, marketers must analyse and act upon the sentiment and feedback of their customers through Voice of Customer programmes....

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Insights Team
Bray Leino

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